Email ‘remains a more effective marketing tool than social networking’

According to Sean O’Neal, chief revenue officer of Datran Media, email remains more effective as a marketing tool despite social network messages replacing some personal communications through the format.

Talking to DMNews.com, he explained that recent studies by both Ipsos and ExactTarget have highlighted that email remains popular with consumers.

However, he added: “Companies have begun to help marketers apply those tools they typically leverage within their e-mail marketing campaigns to their social media marketing programs.”